How amazing would it be if you could predict the future? If it was possible then we would have been prepared for world events such as the rise of President Donald Trump or even Brexit. Obviously predicting the future is a bit far fetched unless you have a crystal ball however, what if you could predict how your app users might behave in the future and use this to improve your mobile user engagement? With predictive marketing this is possible.
What is Predictive Marketing? Remind me what it is again I hear you say… Well, it is simply the analysing of huge amounts of previously collected data to make smarter marketing decisions.
With this data analysis, the marketer can then forecast or predict how users are going to behave, which marketing actions are more likely to succeed, and which are more likely to fail.
Siri and Google Now use predictive technology to understand your voice, and offer answers to your questions. Netflix is another example that use predictive technology to predict what might interest you based on what you have already watched.
So what has predictive marketing got to do with mobile user engagement? If we look at the time spent on our smart devices, 90% is now in - app as opposed to mobile web. Therefore understandably brands are turning to smartphones according to Juniper’sDigital Retail Marketing: Loyalty, Promotions, Coupons & Advertising 2015-2019 as they enable timely, targeting personalised campaigns that enhances user engagement.
Why does it improve Mobile User Engagement?
Know the insights that matter
With predictive analytics the marketer can work out what the user actually wants and then in turn provide a better user experience with improved mobile user engagement.
Knowing your users behaviour when using your app is an essential insight. Therefore, using app analytics is key as you can manually monitor each user’s journey through your app. Are they opening the app floating from page to page, opening it and instantly closing it or worse... uninstalling it? Knowing your user’s in-app behaviour therefore, can improve user engagement.
It takes the guesswork out and shows the marketers when is the best time to contact you or if it is even worth contacting you. For example, if your app user works night shifts you don't want to be contacting them with push notifications while they are sleeping as
How annoying would that be?
There is an engagement opportunity lost.
This valuable insight can therefore be taken from the app user’s behaviour.
Segment based on demographics
By applying a predictive analysis to raw data, the marketer can identify what the wants and needs of the user in terms of demographics. This type of marketing is based on demographic segmentation. In other words, marketer’s can make prediction decisions according to the users age, race, religion, gender, family size, ethnicity, income, and education. With this information, it is possible to more accurately target marketing and sales campaigns towards app users in that demographic. By understanding what your demographics tell you it allows you to improve your mobile user engagement with relevant and personalised content ie. including appropriate emojis and slang you can connect on a deeper level with a younger audience. 👍🏻
Let's get … personal
Brands that personalise their messages see a 27% increase in conversions compared to those who don’t! Using personalisation is a no brainer when it comes to app marketing right? However, be sure to not annoy your users by getting the simple things wrong i.e if you spell their name wrong. That is the sort of thing that won’t be forgotten.
Don’t say you weren't warned! 😜
Personalisation entails a gathering of huge amounts of required data but, it uses this personalisation data and takes to a whole other level. This allows the marketer to predict what will work at a much more individual level, getting inside the head of each of your app users.
Eliminates unnecessary notifications
The majority of apps lose 80-90% of new customers within 90 days. With predictive analytics you can work out which individuals are most engaged, and most likely to make a purchase or convert. This allows you to focus your marketing efforts on these individuals rather than wasting your time on the ones that simply don’t care.
Gentle reminders through a push notification can improve user engagement. However, be aware unnecessary notifications is one of the biggest reasons why people uninstall apps. With predictive marketing you can reduce this by engaging with each user at the right time for them.
Essentially with predictive marketing allows you as a marketer to pinpoint which individuals are most engaged, and therefore most likely to make a purchase or convert, allowing you to focus your marketing efforts on these individuals.
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